I recently spoke about LGBTQ+ branding at the Compete Sports Diversity Summit and would like to share a few tips from my presentation with you.

My business, Cultural Sponge, was established in 2008 and the political battles for equal human rights were easily comprehended by the general public. Some issues included marriage equality, don’t ask don’t tell, and housing and health care equality. Also, when referring to the LGBTQ+ community the abbreviation “LGBT” was the most popular and when displaying the pride flag, it had six colors. Fast forward to 2012 to present day… Now our conversations involve equality versus equity, transgender rights, people of color, preferred pronouns, the abbreviations LGBTQ+, LGBTQAI, LGBTQIA2S and more! And you may have noticed the rainbow flag now includes many more colors than before.

The issues in the early 2000’s were very much relevant and important, but when marketing your brand, the progressive evolution may make it a bit confusing. Especially when trying to be genuine and show support.

The term “rainbow washing” has been trending for the past few years, but more so during the 2022 pride season (June 2022.)

Rainbow washing is a term used to criticize companies and brands that use the rainbow symbol and colors superficially and for marketing purposes only.

Now more than ever, folks are taking notice of brands which only seem to support the LGBTQ+ community during June or worse yet, donates political funds toward anti-LGBTQ+ bills.  This year we’ve seen more than 300 anti-LGBTQ+ bills introduced in states across the country.

Rainbow washing can take on many forms, some intentional and some are due to lack of corporate training. Here are the top forms of rainbow washing:

• Brands slapping rainbows on their social media accounts for the month of June only, while not showing diversity all year round
• Releasing limited-edition Pride merchandise with little or no information about whether any portion of profits are going toward organizations which benefit the LGBTQ+ community
• Using LGBTQ+ employees as props in Pride-related marketing materials
• Companies being shady about how they’re giving back to the community all year round, not just in June
• Hiring LGBTQ+ creators for Pride projects (only) and underpaying them (or not paying them at all)
• Companies over-sexualizing their LGBTQ+ marketing.

You might be asking yourself, how your brand can support the LGBTQ+ community when making your logo rainbow colors, posting nice words and pictures on social media are not enough. Not everyone is angry about this, but the majority are asking “What backs this up?” What’s behind the gesture? Is there anything substantial that will help the LGBTQIA+ community? Here are some steps your brand can take to support the LGBTQ+ community and be authentic:

• Do your Research. The landscape of the LGBTQ+ community is vast and complex. There are unique identities, intersections, and struggles within the LGBTQ+ umbrella, which makes it important to do your research before your organization jumps into Pride promotion. Also, know your history. PRIDE WAS BORN IN A RIOT. Dive into the history and important figures of the gay liberation movement and issues that affect the LGBTQ+ community.

• The Rainbow Flag Evolution. The six-colored rainbow flag as we know it today is recognized as an international symbol of the LGBTQ+ community and has become a branding essential of Pride Month. However, you may have noticed a new flag with many more colors. This flag is known as the “Progress Flag” and digital designer Daniel Quasar created it in 2018. The Progress Pride Flag shows the white, pink, baby blue, black, and brown stripes in a triangle shape, with the old six-color rainbow stacked next to them. The new flag and it’s colors have been widely adopted by brands while the traditional rainbow colors have become dated.

• Acronyms/Terminology. The acronym “LGBT” is commonly used for lesbian, gay, bi and transgender. However, according to GLAAD, it can also be confusing and alienating to people outside of LGBT. Community Marketing & Insights (CMI) has been conducting LGBTQ+ community research since 1992. They provide a detailed annual community survey report which can be a great tool to review. This year’s report reveals “LGBTQ” and “LGBTQ+” are favorable terms to use while “Gay” is a term becoming more less favorable within the community.

•  Use Inclusive Language. Inclusive language invites everyone to the conversation. It opens up and amplifies the message to more people and appeals to the wider audience. Examples of inclusive language are the words and phrases you use that avoid biases, slang, and expressions that discriminate against groups of people based on race, gender, socioeconomic status, and ability.
• Include LGBTQ+ Folks in the Conversation. It’s important to involve LGBTQ+ folks in your Pride month efforts to ensure you’re being truly authentic and supportive. However, keep in mind when asking advice from your LGBTQ+ staff that goes above and beyond their normal duties, they should be compensated for their time and work.
• Donate to LGBTQ+ Causes. If you have the resources, it’s a good idea to put your money where your mouth is.  While it’s important to find non-profits that resonate and align with your brand, do you research and make an educated decision on which charity to donate. You can show your audience that you’re supporting these organizations.
• Make it a Year Round Commitment.  To show your audience your brand authenticity, make a genuine commitment all year round. Recognize LGBTQ+ awareness days, choose diverse model representation, choose inclusive language and give back to LGBTQ+ organizations.  Perform a landing page and website audit for audience diversity. Sponsor LGBTQ+ events and advertise with diverse publications & businesses.

Remember, no one is perfect and you may not always get it right. Introducing more inclusivity in your marketing can be a learning curve. Keep learning and when in doubt, ask questions. Take advantage of my free introductory consultation. I would love to hear from you and look forward to seeing your company brand with integrity.